Dissertation/Thesis Abstract

A theoretical investigation of issue placement effectiveness in Entertainment-Education: A comparative analysis with brand placements in television entertainment
by Nock, Laurel, M.A., The American University of Paris (France), 2011, 96; 10305732
Abstract (Summary)

The purpose of this thesis was to compare brand placements in popular entertainment to issue placements in Entertainment-Education (EE) in the hopes of adding a new perspective to the previous research that has been conducted in regards to the impact of EE. The communicative relationship between brands and consumers within a "frame of action" was explored; particularly brand placements in television and film were examined to determine if issue placements in EE can be evaluated accordingly. The culmination was an analysis of an EE television drama that aired in Kinshasa, DRC. This paper posits that production techniques used in brand placements are comparable to that of issue placements and that methods used to measure brand placement effectiveness can be used to evaluate issue placements in EE, although critiques and limitations were discussed. Suggestions for further research are also indicated, as this paper is a preliminary theoretical exploration of the topics presented.

Brand placements, entertainment-education, frames of action, active viewer, production techniques

Indexing (document details)
Advisor: Payne, Robert
Commitee: Hayward, Mark
School: The American University of Paris (France)
Department: Global Communications
School Location: France
Source: MAI 56/02M(E), Masters Abstracts International
Subjects: Marketing, Mass communications
Keywords: Brand placement, Entertainment-Education, Frames of action, Issue placement, Television
Publication Number: 10305732
ISBN: 978-1-369-49296-5
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